brand personality

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

brand marketing

The strategy of developing and growing a relationship between a brand and its stakeholders over time. Objectives include encouraging preference, enhancing reputation and positively affectin...

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

communications

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.